Purpose:　This　paper　seeks　to　empirically　identify　factors　influencing　Chinese　consumers＇　intention　to　purchase　customized　desk　top　(PC　for　short)　and　their　effect　levels.　Design/methodology/approach:　Survey　and　structural　equation　modeling　techniques　were　used.　Findings:　This　research　finds　that:　attitude　toward　purchasing　customized　PC,　followed　by　self-confidence,　and　subjective　norm　influence　behavioral　intention　most　significantly;　perceived　knowledge　has　a　very　strong　and　positive　effect　on　self-confidence　and　attitude;　and　subjective　norm　and　perceived　usefulness　influence　attitude　positively.　In　contrast,　a　direct　effect　of　perceived　knowledge　on　behavioral　intention　is　rejected.　Experience　for　males　and　females　moderates　the　confirmed　relationships　except　the　relationship　between　perceived　knowledge　and　attitude　for　females.　Gender　for　respondents　with　and　without　experience　moderates　the　confirmed　relationships　except　the　effects　of　attitude　and　subjective　norm　on　behavioral　intention　for　respondents　without　experience　and　the　effect　of　self-confidence　on　behavioral　intention　for　respondents　with　experience.　Practical　implications:　It　appears　that　customized　PC　providers　should　be　aware　that　mass　customization　is　applicable　to　markets　where　consumers　are　familiar　with　PC,　hold　a　positive　attitude　toward　purchasing　a　customized　PC,　and　have　confidence　in　their　capability　to　make　an　effective　decision　in　purchasing　a　customized　PC.　Originality/value:　Little　attention　has　been　paid　to　empirical　testing　factors　and　their　effect　levels　on　consumers＇　intention　to　purchase　customized　products.　No　research　has　been　conducted　to　empirically　identify　factors　influencing　Chinese　consumers＇　intention　to　purchase　customized　PC　and　their　effect　levels,　while　this　research　fills　this　gap.　©　Emerald　Group　Publishing　Limited.